British Airways: Data-Driven Decision Making & Strategic Importance

This report delves into data insights and their role in business decisions, focusing on British Airways as a case study. It begins by outlining the types of data collected by the airline, including personal information gathered through various customer interactions. The report differentiates between orthodox market research methods and big data approaches, highlighting the data capture and storage processes employed by British Airways, particularly the use of Relational Database Management Systems (RDBMS). It evaluates the impact of technological advancements and RDBMS on the company's decision-making processes, emphasizing enhanced data security, consistency, flexibility, and reduced error risks. Furthermore, it examines how British Airways utilizes data and information for operational planning, sustainability, safety, and communication, underscoring its strategic importance in maintaining a competitive market position. The report concludes with recommendations for improving data capture, such as setting guidelines for preventing data duplication and ensuring staff compliance, along with a list of references.

Data insights For
Business Decisions

TABLE OF CONTENTS
 INTRODUCTION
 TYPE OF DATA COLLECTED BY BRITISH AIRWAYS
 ORTHODOX MARKET RESEARCH EXPLANATION
 DIFFERENTIATION BETWEEN ORTHODOX MARKET RESEARCH AND BIG DATA
 CAPTURE AND STORAGE OF DATA
 RELATIONAL DATABASE MANAGEMENT SYSTEM
 DATA STORAGE
 IMPACT OF TECHNOLOGICAL DEVELOPMENT IN DECISION-MAKING PROCESS OF BRITISH
AIRWAYS
 IMPACT OF RDBMS IN DECISION MAKING PROCESS
 USING DATA AND INFORMATION WITHIN BRITISH AIRLINES AND ITS STRATEGIC
IMPORTANCE
 RECOMMENDATIONS TO IMPROVE DATA CAPTURE BY BRITISH AIRWAYS
 CONCLUSION
 REFERENCES

INTRODUCTION
 Data Insight is the process of deeply understanding gains of the organization from
particular issue by analysing information.
 In this presentation data collection and storage by British Airways will be highlighted.
 The impact of technological development on role and use of data in decision-making
process of the company will be evaluated.
 Recommendations will be given on the ways in which data capture can be improved by
the company.

TYPE OF DATA COLLECTED BY BRITISH AIRWAYS
 British airlines collect personal information of its customers when the costumers use
services provided by the airlines for instance when customers travel with them, use
company's website and use company's call centres or mobile apps.
 This personal information is collected by the company both when customers directly
use its services or through some other organizations or agents working in the place of
the customer.
 The company further use this collected information to provide travel and other services
to its customers, personalize its customers experience regarding travel.
 Data is used in order to communicate with the customer related to their travel and other
services that consumers ask the company to provide. And lastly to improve the services
and for security purposes.

ORTHODOX MARKET RESEARCH
EXPLANATION
 Orthodox or traditional market research is a broad concept that has incorporated
advertisement and marketing.
 Traditional market research involves various tools and techniques for the collection of
required data and information.
 There are two types of approaches in this type of data collection.
 Qualitative Research
 Quantitative Research

DIFFERENTIATION BETWEEN
ORTHODOX MARKET RESEARCH AND
BIG DATA
Basis for differentiation Orthodox Market
Research
Big Data
Size Of Data  Data collected here is
measured in GB and TB.
 Data collected is
measurable in PB, ZB or
EB.
Organization of Data  Data is normally
organized in structures
consisting records, files
and tables.
 Here dynamic schema is
used. It is stored raw and
unstructured.
Data Management  Data Management is
through centralized
system that is cost-
effective and secure for
data that is small and
structured.
 As the data here is big
and quite complex, it is
not possible to apply
central system here.

CONTD...
Basis for differentiation Orthodox Market
Research
Big Data
Source of Data  The data collected in
orthodox market research
is derived from resource.
 Wider range of data at the
level of enterprise and
non-enterprise is derived
here.
Method Used for Analysis  Analysis of traditional data
is done right after an event
occurs. Data is generated
in the event.
 In big data analysis is
said to be done in real
time.

CAPTURE AND STORAGE OF DATA
 The process of collection of information from structured or unstructured
document and converting it into data that is in computer readable format for
further use is called data capture.
 There are various ways through which data is collected.
 Literature sources
 Surveys
 Interviews
 Observations
 Documents and records
 Experiments

RELATIONAL DATABASE MANAGEMENT SYSTEM
 A relational database management system is type of database management system that
stores data in form of tables so that the data can be used in relation to other stored sets
of data.
 British airways use this type of data management system to store the data it collects

DATA STORAGE
 Data is stored as a file in database management system. The data is stored through
tables. There are two forms in which data is stored first is in navigation form other is in
hierarchical form.
 Data is stored in RDBMS by the British Airways as it is easy to find a
particular information in a relational database. Data points that are related to each other
are stored and accessed using relational databases. RDBMS is used to store and analyse
data. Each record in a table usually contains a value for each attribute this makes it easy
to determine relationships between them.

IMPACT OF TECHNOLOGICAL
DEVELOPMENT IN DECISION-MAKING
PROCESS OF BRITISH AIRWAYS
 The operations of British airways are very huge and complex as the company connects
many destinations worldwide.
 The development of mainframe and mini computers marks enormous impact on social
science and collection of data in market research.
 Through computers large amount of data can be stored and analysed.
 DB2 and IMS databases are used in British airways.
 The introduction of relational database management systems gave businesses an
opportunity to use standard data access language (SQL) and logical data structures
(relational tables and views).

IMPACT OF RDBMS IN DECISION
MAKING PROCESS
 Enhanced Data security
 Retain Data consistency
 Better Flexibility and Scalability
 Reduced Risk Of Errors